ENACTUS CANADAMARKETINGHANDBOOK

WE’RE HERE FOR YOU!

Welcome to the Enactus Canada community! If you’re managing marketing and communications on behalf of your team, we’re here to support you!

The Marketing and social landscape is constantly evolving and staying on top of new trends and industry changes can be tough. We’ve created this handbook to help you but also encourage you to keep the communication channels open. We believe we can make Enactus a household name in Canada if we all pitch in.

If you’re doing something cool or have a new media hit, share or tag us in your social posts and we’ll help amplify your content.

If you have a question you’d rather not discuss publicly or would like to chat through a new idea, you can also email us directly at marketing@enactus.ca. We love hearing from you!

Good luck and all the best in the year,

The Enactus Canada Marketing Team

BRAND BASICS

3,400+Participating Students

QUICK FACTS

75+Academic Institutions

267Team Projects

346,686Volunteer Hours

385Businesses Started

745People Found Employment

51,231People Impacted

ENACTUS MESSAGING

Enactus Canada is shaping generations of entrepreneurial leaders who are passionate about advancing the economic, social and environmental health of Canada.

We rally the energy, ideas and passion of Canada’s best and brightest students who see business as a way to address social issues. Guided by academic advisors and business experts, more than 3,400 post-secondary students drove 267 community empowerment projects that led to the launch of 385 business, directly impacting more than 51,000 lives this past year alone.

An annual series of regional, national and international competitions provides a forum for student teams to showcase the impact of their efforts and to be evaluated by executives serving as judges. This experiential learning platform helps students unleash their entrepreneurial spirit and develop the talent and perspective essential to leadership in our ever changing world.

As a global network of 37 countries, Enactus is a community of student, academic and business leaders that is enabling progress through entrepreneurial action to transform lives and shape a better, more sustainable world. For more information, visit enactus.ca.

@Enactus_CanadaEnactus Canada

@enactuscanada Enactus Canada

USING THE ENACTUS LOGOThe Enactus logo should only be reproduced using original artwork, which will be provided to you by your Program Manager. Please reference the following guidelines when reproducing the logo.

ENACTUS LOGO IN CONJUNCTION WITH UNIVERSITY LOGO

Leverage the power of these two organizations together by using both logos—either separated or in close proximity to one another. Be certain to follow your University branding guidelines as well.

Enactus University Lockup logos are provided by your program manager. Connect with your program manager to request your logo.

PRIMARY LOGOFULL COLOURThis is the preferred logo treatment and should be used whenever possible.

REVERSEDIn special graphics applications the logo can be used with the full color icon and text reversed out against the Enactus gray or one of the other colors from the official color pallet.

GRAYSCALEAlthough most basic working documents will be printed in black and white, e.g., Word and Excel, the preferred working logo is the primary full logo for these applications. In certain situations however, such as forms that will never be shared digitally, the grayscale logo is acceptable.

SPECIAL USE LOGO

This logo should only be used in special situations, such as on merchandise and special printed materials, when a single color print is the only option.

PLACEMENT & SIZING

NEGATIVE SPACEAlways maintain negative space around the Enactus logo. Measure negative space by the size of the “n” from the Enactus logo. Never allow typography or other graphic elements to invade the logo.

MINIMUM SIZETo preserve the integrity and impact of the Enactus logo, please do not reproduce smaller than 3/4” (1.905 cm).

PHOTOGRAPHY

ENACTUS MESSAGINGIt may sound cliché but a picture is worth a thousand words. Taking good project photos will help showcase all of the great work you’re doing to empower communities in Canada and around the globe. Project photos are great for sharing on social media, to share with partners when telling your stories, and to use when pitching to the media. We’ve included some tips and great examples of project photos below to help inspire you.

PLACEMENT & SIZING• High-quality DSLR photos are ideal! If you don’t have a DSLR, take photos with a camera that

can produce sharp, clear and vibrant images.• Take your photos in well-lit environments and incorporate the colours and textures of your

setting into your photo.• Candid photos of your team in action will help exemplify the amazing work you do. Capture

photos of your team working with community members, with equipment or leading a team!• Wear your Enactus gear proudly! Photos of you sporting Enactus branded clothing helps

represent you, your team’s project and story.• Composition is important. Make sure the subjects of your photos are captured within frame

with limited cropping. If you focus on smaller items like fresh produce, filters or cards, make sure they’re in focus!

SOCIAL MEDIA 101

SOCIAL MEDIA

• Share rich content ranging from photos to videos to create events, groups and pages.• Less frequent posts, but more details involved in posts.• Engage with your audience on a personal level.

FACEBOOK

Leveraging multiple social media channels can help you promote your Enactus team and projects. The greatest value in social media is the ability to foster and engage with your community.

• Share small limited text posts, with images, videos, polls or other attachments included.• More frequent posts, but less detail involved in posts.• Engage with your audience in a quick and efficient manner.• Use hashtags to track trends and create content.

TWITTER

• Share photos through mobile platform only. Provide descriptions along with tagging others.• Frequent posts are applicable, with not much detail provided other than the photo and

a small caption.• Engage with your audience in a quick and efficient manner.• Use hashtags to track trends and create content.

INSTAGRAM

• Use this platform to engage and communicate with your audience in a professional manner.

• Less frequent posts, but with more details included in posts.

LINKEDIN

PUBLICRELATIONS101

PUBLIC RELATIONSIf you have a PR opportunity let Enactus Canada know by emailing us at marketing@enactus.ca or connecting with us via social media. We will support you in any way we can and will help promote your coverage. #WEALLWIN

WHAT IS PR?

• Public relations is a strategy used by organisations, companies and individuals to communicate with the public and media.

• Use PR to communicate with your target audiences directly or indirectly through the media with an aim to create and maintain a positive image of your team / projects and create strong relationships with your target audiences.

WHAT IS THE VALUE OF PR?

• Public Relations increases positive awareness and credibility for your team, your projects and Enactus Canada.

WHAT MAKES A STORY NEWSWORTHY?

• Timing: Topic should be current / new.• Significance: How many people are affected by your story? The more impacted, the more newsworthy. • Proximity: People care about news that is close to home.• Prominence: Famous people get more coverage.• Human Interest: Appeal to emotion; stories that evoke happiness, amusement or sadness are always

more powerful.

WHAT IS A MEDIA LIST?

• A media list is a list of targeted media representatives (and their contact information) you plan to pitch to, send a press release to or invite to an event.

• For optimal success, target journalists, reporters, editors or social influencers that you think will have a valid interest in your story ie: If you’re launching a financial literacy training program, seek out financial or educational writers.

• See sample template in Appendix.

WHAT IS A PRESS RELEASE?

• A Press Release is a ready-to-publish, timely, short and compelling news story that is used to announce something or communicate a story to the media.

• See sample template in Appendix.

WHAT IS A MEDIA INVITE / MEDIA ADVISORY?

• A media invite is a short write up that addresses the 5Ws and is used to invite the media, bloggers or social influencers to your event. Media invites should be sent 3-4 weeks in advance, with follow-ups taking place closer to the event date.

• See sample template in Appendix.

WHAT IS A MEDIA PITCH?

• A media pitch is a brief letter / email you send to a reporter to get them interested to do a story on you / your team / your project.

• A media pitch should be no longer than 3-5 paragraphs long and should include: • A short headline that arouses curiosity.• Your story pitch and why your media contact / their audience should care.• A powerful testimonial or explanation about how your story / project / product benefits / impacts

others. • A final call to action and your contact information.

WHAT IS A MEDIA HIT?

• A media hit is any external, organic media mention (online / print / radio / video) of your name, team, project, business, etc.

TRACKING MEDIA HITS

• Promote your media hits via social media and / or your website.• Include the publication date, article name, media outlet name, medium (online, print, blog, radio), city,

province, and link to coverage if available.• Always save a screengrab of your media coverage for your records in case the link expires.

APPENDIXSAMPLE MEDIA LIST

SAMPLE PRESS RELEASE

SAMPLE MEDIA INVITE / ADVISORY